#TransformTuesday: 16 August
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays
A worldwide organisation of over 160 designers, engineers, writers, makers, and much more besides, Adobe Design creates applications for a variety of devices. It has recently undergone a rebrand during which the organisation changed to its current name, from the previous Adobe Experience Design. A new logo was also added, basing the spine of the D for ‘Design’ on the vectors and pixels so integral to Adobe Design’s work. The intention, according to Adobe Design, is “[To] resonate more with our external audience and better present what we do as an organisation to prospective hires.” The Adobe Design Brand Team, that carried out the rebrand, consists of Anny Chen, Shawn Cheris, Sonia Hernandez and Sam Wick.
To celebrate its 20th anniversary year, Deeside Mineral Water decided to undergo a radical overhaul of its brand, including look, logo and packaging. For the Aberdeenshire-based company, this was the first rebrand since 2008; it was integral in re-establishing the Scottish heritage of which the company is so proud. To reinforce its roots, a subtle tartan background informs the visual identity of the new bottle labels, and a thistle now rests above the Deeside name. The entire rebrand took 18 months, and the company report a growth in sales during the first six months of 2016, after the rebrand was implemented.
Multinational media and digital marketing company, Dentsu Aegis Network, has rebranded its agencies across several countries to reflect a wider global alignment. Many of these changes will be felt most keenly in India – Dentsu Communications will now be known as Dentsu India, Dentsu Marcom as Dentsu One, and Dentsu Creative Impact as Dentsu Impact. In a move which sees the company expand to the US, Dentsu Aegis has recently taken a majority stake in Merkle, a Maryland-based marketing firm. Ashish Bhasin, chairman and chief executive officer at Dentsu Aegis Network, India & South Asia, says, “We service big multinational clients who operate in different countries. So we decided that it made sense to have the same branding, tools and approach across markets to ensure consistency for the client."
La Liga is the top professional football division in the Spanish football league system and is one of the most renowned leagues in the world. Design studio, IS Creative Studio, which has offices in Lima and Madrid, has developed a contemporary identity for La Liga, reflecting the league's decision not to put its title sponsor in its logo as well as its recent name change. While only small changes have been made to the overall visual identity, the updates will be adopted across all its brand communications. The central football has been given more dynamism, while the colours on the surrounding rainbow 'petals' have been updated.
In January 2016, the parent company of FBN Microfinance Bank (known as FBN MFB), FBN Holdings, was acquired by Letshego Holdings – the largest indigenous company on the Botswana Exchange Market in terms of market capitalisation. As a result of this takeover, FBN MFB has rebranded its 28 branches, which provide work for over 300 employees, to reflect the Letshego MFB branding. Chris Low, group managing director of Letshego Holdings, says, "The news of the acquisition early this year is coming to life now as we see Letshego MFB take shape in a bold, purposeful new look and feel, joining a family of brands that has a clear vision and strategy for inclusive finance.”
PR and communications membership body, the PRCA, has changed its name to the Public Relations & Communications Association. The decision follows a four-month consultation involving members and non-members across every level of the PR industry. The name was changed from Public Relations Consultants Association, held by the organisation since it was founded in 1969. At this time, the PRCA existed only to represent PR consultants. Although its acronym remains to ensures brand recognition is retained, the PRCA says its new name ‘Reflects the value that [its] members place on communications.’